China’s Maternal And Child Products Industry E-commerce And Traditional Channel Conflict Management

Along with the rapid and stable development of the domestic economic situation, there is a progress of Internet application technology in the context of theimproved e-commerce laws and regulations. Thereafter, China’s e-commerce embraces numerous opportunities,and the scale of maternal and child products online shopping market is also growing rapidly. In order to obtain greater sales profits, more and more companies began to get involved in maternal and child products e-commerce area. However, problems emerged along with the e-commerce business opportunities for maternal and child products. The main problem is the conflict between the e-commerce channels and traditional channels. The e-commerce bringsgreat customers the resources, market share and sales profits to the enterprise;meanwhilebrings inevitableimpact on the benefits of traditional marketing channels, which finally causing channel conflict. How to balance the interests of all channel members and handle the conflict betweene-commerce channel and traditional channels is the key issue to be solved in the maternal and child products business, which determines the effect of enterprises to develop e-commerce activities.In this paper, based on international scholars researches for the channel conflict management theory. In the way of combine standardized research and empirical research.Utilizing the Guangzhou Bestme Company for the case study, which helps pursue the study about conflicts management between e-commerce channels and traditional channels in the mother company products industry. After analysis about such conflict, this paper can sum up the main performance of e-commerce channels and traditional channels of conflict, which including price conflict between the traditional dealer, sales areas conflict between online shopping mall and traditional dealer network mall, promotional costs conflict and product homogeneity conflict between online shopping mall and traditional dealer network mall. Finally, to combine with the channel conflict management theory, especially the channel conflict management strategies, which including:use a network as distribution outlets mall, a physical store as experienced store, in other words, make use of actual situations; integrated use positioning e-commerce channels as supplementaryof the traditional channels; build channel differences between ecommerce and traditional product sales, which finally strengthen brand position.